BMW opens pop-up showroom in Toronto

Toronto’s financial district will have a new German addition for the next two weeks.

Running from Oct. 16 to 29, BMW’s Luxury Excellence Pavilion will help showcase the brand’s technologies, design and craftsmanship.
After its debut in Berlin in February and a visit to Cinquale di Montignoso, Italy in July, the Pavilion makes its only North American stop in Toronto this month before moving on to other locations around the world.

“For these people, life is all about making the best possible use of the time available to them,” said Hildegard Wortmann, senior vice-president brand BMW. “Their motto is ‘to own the moment’ – i.e. to max out every snap-shot of time with meaningful and beautiful things.”

And that is exactly what the Luxury Excellence Pavilion intends to offer visitors during its stay in Toronto, the company noted.

The pavilion will feature the North American premiere of the BMW Concept X7 iPerformance. The six-person concept is a look ahead to the future production model set to make its debut in 2018.

The glass-walled building will also be home to exclusive evening events hosted by brands including Isabella Briatico, Montblanc, Glaschutte Watches and more.

Though these events are private functions, the public can still drop by during the day to test drive a fleet of BMW’s luxury vehicles including the i8, 750Li, M550i sedan, X5 40e and i3.

The store is located at 333 Bay Street in the courtyard at the Bay Adelaide Centre.